Direct > Use of Direct Marketing

FLAMENGO’S JERSEY

DM9SUL, Porto Alegre / OLYMPIKUS / 2012

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Overview

Credits

Overview

BriefWithProjectedOutcomes

The objective: How could Olympikus and Netshoes pay tribute to these first buyers and promote shirt sales -and make the anxiously awaited delivery, which is done by the post office in a cold, charmless way, into an unforgettable moment?

ClientBriefOrObjective

Flamengo is more than just a Brazilian football team. It has more fans than the entire population of Holland, Portugal and Uruguay. Combined. It is a nation of 40m passionate fans.

Olympikus is Flamengo’s sports brand of choice. Netshoes is Latin America’s biggest sporting goods online sales website. Every year, the launch of the new Flamengo shirt is anxiously awaited. Netshoes puts the shirt on sale even before its official launch. The most hysterical fans buy the shirt without even seeing it first. They want to be the first to get one.

Effectiveness

Over 10.5m people were reached on the social networks.

60% growth of the Olympikus fan page And most importantly: Half the month’s sales were achieved in 5 daysAnd 10 passionate fans received a 'money can't buy' experience.The 2012 red-black mantle. The shirt that comes with its own fan base.

Relevancy

On February 7, 2012, the official date of the shirt's public launch, the first 10 buyers were given a surprise by Olympikus and Netshoes. The shirt did not come on its own. It came in the company of the club’s biggest asset: its fan base.

The action was recorded and a video posted on the social networks, lending visibility to the delivery, increasing the impact and desire for the shirt even more.

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